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According to USA Today, the lowest rated Super Bowl spot of the over 60 spots aired was a short fifteen-second ad for a mobile game called Heroes Charge. It probably ranked so low because it was utterly forgettable rather than inherently terrible (like that now infamous Nationwide spot), but apparently even the most forgettable Super Bowl ad can mean big business.

The day before the Super Bowl, Heroes Charge was ranked as the 899th most downloaded iPhone app in the country. In the days after the ad aired, it shot up to 252nd on the downloads chart and 21st on the top grossing US apps charts. Those are pretty impressive numbers—and ones that can be almost entirely attributed to that single spot.

As the Baby Boomer generation grows older, the senior age group has become the largest in the US in terms of size and percent of the population. With that share of the market comes great buying power. In fact, today 77% of the country’s wealth is controlled by senior citizens. They’re living longer and becoming more active. That’s why, now more than ever, understanding how and why they buy is critical to any company hoping to maximize their marketing efforts.

Excerpts from a conversation with Linda Schuster, President of QtheAgency.

One-to-one marketing is a different twist on traditional marketing efforts. It’s about gaining share of customer rather than share of market. Let’s say you have 50% of the market. Of course, you’re always trying to gain more market share so you’ll have more leadership in the industry—and more people buying your product.

With one-to-one marketing you’re not just concentrating on your market share, but also the share of each of your customers. You’re gaining more business with your current customers, and making a lot more money from your 50% of the market.